Gen X Online and Consuming in Their Own Way

Generation Xers are in their peak years of product and service consumption. According to US Census Bureau statistics, as of July 2007, 83.8 million people were in the 25-to-44-year-old Gen X age bracket.

“Generation X fervently embraces electronic media,” according to the new eMarketer report, Generation X: Coming of Age Online: “Computers, PDAs and mobile phones are ingrained into all aspects of Generation Xers’ lives. They eagerly embrace new gadgets and applications as replacements for existing ones.”

Reaching this market will be a challenge for those who have developed marketing and advertising strategies based on the generations that preceed Gen X. They are not consumers of mass media. They are online, here and there, accessing information in their own way.